Black urban consumers' status consumption of clothing brands in the emerging South African market

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dc.contributor.author Cronje, Adèle
dc.contributor.author Jacobs, B.M. (Bertha Margaretha)
dc.contributor.author Retief, Ardina
dc.date.accessioned 2017-03-10T05:26:20Z
dc.date.issued 2016-11
dc.description.abstract Status concerns are noteworthy within a modern society as it is a key feature of individuals’ social reputation. Engaging in this form of thinking results in particular patterns of consumption within consumer groups. In South Africa, Black urban consumers have newfound spending power and social mobility. This study investigated motivators of Black urban consumers’ status consumption across different demographic variables (age, income and profession) in the South African (SA) emerging market. A survey research design was used to provide insights into the relationship of normative receptiveness (value expressive and utilitarian influences) and high self-monitoring as status consumption motivators of clothing brand consumption. The sample consisted of 246 Black urban consumers between the ages of 24 and 36, residing in Gauteng, South Africa and currently working in professional positions. The results of the study indicated that when purchasing clothing Black urban consumers are motivated by factors related to status consumption. This study found no significant differences between age and gender variables in terms of status consumption. In terms of profession, all three motivational factors were significant. They proved to be very aware of the image that they communicate and how they are seen by others indicating that they are motivated especially by value expressiveness, utilitarian influences and high self-monitoring aspects across various professions. en_ZA
dc.description.department Consumer Science en_ZA
dc.description.embargo 2017-11-30
dc.description.librarian hb2017 en_ZA
dc.description.uri http://onlinelibrary.wiley.com/journal/10.1111/(ISSN)1470-6431 en_ZA
dc.identifier.citation Cronje, A, Jacobs, B & Retief, A 2016, 'Black urban consumers' status consumption of clothing brands in the emerging South African market', International Journal of Consumer Studies, vol. 40, no. 6, pp. 754-764. en_ZA
dc.identifier.issn 1470-6423 (print)
dc.identifier.issn 1470-6431 (online)
dc.identifier.other 10.1111/ijcs.12293
dc.identifier.uri http://hdl.handle.net/2263/59356
dc.language.iso en en_ZA
dc.publisher Wiley en_ZA
dc.rights © 2016 John Wiley & Sons Ltd. This is the pre-peer reviewed version of the following article : Black urban consumers' status consumption of clothing brands in the emerging South African market, International Journal of Consumer Studies, vol. 40, no. 6, pp. 754-764, 2016. doi : 10.1111/ijcs.12293. The definite version is available at : http://onlinelibrary.wiley.comjournal/10.1111/(ISSN)1470-6431. en_ZA
dc.subject Black consumers en_ZA
dc.subject Clothing brands en_ZA
dc.subject Motivation en_ZA
dc.subject Status consumption en_ZA
dc.title Black urban consumers' status consumption of clothing brands in the emerging South African market en_ZA
dc.type Postprint Article en_ZA


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